Pinterest Marketing: How To Create A Promotional Strategy? 

In the 21st century, Pinterest is not just any social media platform. It is one of the most aesthetically appealing places that attracts millions of users to get inspired and be creative. 

Now, as a haven of inspiration boards and DIY projects, Pinterest evokes creativity among its users. Making them engage with all kinds of pins from their categories of interest. 

And, this makes the platform the perfect place to market brand products and services. 

Since over “85% of the users purchase something from Pinterest”, promoting your brand on the platform can take the sales to the roof. 

But simply knowing this trick is not enough. That is, you need a perfect marketing strategy to use this social media platform to its fullest. 

In this blog, I have focused on the diverse elements of Pinterest marketing by exploring— 

• How Pinterest actually works, 

• Steps to create the perfect Pinterest marketing strategy, 

• Effective marketing strategies for niche businesses, and more. 

Stay tuned! 

What Is Pinterest Marketing? 

It is no news that for Gen Z, Pinterest is literally the visual search engine. That is, it offers a versatile platform to explore and get inspired by aesthetic visuals. 

So, Pinterest marketing primarily focuses on promoting brand products and services through high-quality visuals. 

It involves creating images and videos, sharing inspired content, and repurposing other social media content on the Pinterest page. 

Moreover, Pinterest is a social media platform. That is, it allows businesses to build community, have strong online connections, and engage the target audience with inspiring media. 

So, businesses and brands can market their products, drive organic traffic to their websites, and foster a growing community. Allowing them to connect with the target audience through visually appealing ideas. 

How Does The Pinterest Search And Discovery Work? 

Unlike normal search engines, Pinterest offers a visual search engine. So, its discovery and searching features work differently. 

That is, it is mainly powered by AI technology and machine learning to provide personalized ideas and a curated feed to the users. 

• Smart Feed Algorithm — Firstly, it offers a smart feed that curates the content based on the preferences and taste of the user. So, the ranking algorithm provides content that appeals to the users. 

• Visual Search Technology — Moreover, it uses deep learning techniques to analyze the images and videos for categorization. So, users can find related images or similar content based on the curation of the technique. 

• Guided Search — Additionally, it provides colourful keyword bubbles at the top of the page to help users find the right keywords to pinpoint their searches. So, it becomes easier to narrow the search results and make discovery interactive. 

• Content Longevity — Finally, content or pins posted on Pinterest stays longer and generates more traffic than any other social media platform. So, a well-optimized pin can continue to drive traffic for the brand content. 

How To Create A Pinterest Marketing Strategy? 

Now, knowing the discovery and search workings of Pinterest, creating a Pinterest marketing strategy becomes quite easy. So, here are the steps to build a successful strategy— 

1. Building A Business Account 

Firstly, you need to build a business account on Pinterest. That is, unlike the personal account, your account should have a clear brand logo, a concise bio, and website links. 

Then, convert the account into a business account from the settings menu. This way, you can access the insights, analytics, and promotion options for businesses. 

2. Choosing Categories For Your Content 

Next, you need to signal to Pinterest your niche. That is, you need to choose the categories for your content, create boards based on your niche, and align the pins with the target audience’s interests. 

Now, the key here is to ensure that the categories you are choosing are directly linked to your brand or business niche. So, it becomes easier to attract the target audience. 

3. Using Unique Media For Pins 

Given that Pinterest is all about visuals, using unique and high-quality pins for promoting your brand can help find the right audience. 

Moreover, you need to ensure the images or videos have clear branding while being visually appealing. So, the algorithm can show your content for related searches. 

4. Finding Relevant Keywords 

Honestly, at this point, keywords have become an integral part of social media marketing. That is, using relevant keywords can immensely impact the overall audience engagement. 

So, you can include the keywords from the guided searches, use a third-party tool for keyword research, or integrate the keywords naturally into the pins. 

5. Sharing Content On Other Social Media 

Now, the next step binds the entire social media marketing together. That is, once you have a high-performing pin on Pinterest, you can share the content on other social media platforms. 

Similarly, you can repurpose top-performing content from Instagram and your blogs as visuals on your Pinterest boards. This way, you can engage the audience on all the platforms. 

6. Follow, Engage, And Interact 

As a social media platform, you need to build a community to stay relevant. So, you need to follow other users, interact through liking, sharing, and commenting on other pins. 

Additionally, you can engage with the audience by creating group boards. This way, you can expand your reach and attract other audience segments to increase engagement. 

7. Monitoring Performance Analytics 

Finally, you need to monitor the performance through regular metrics. That is, you can track the performance of the Pinterest marketing strategy and modify areas that require changes. 

Moreover, you can track impressions, saves, repins, outbound clicks, and overall engagement rates. So, it is easier to evaluate the performance of the strategy. 

Niche-Specific Marketing Strategies On Pinterest 

Given that Pinterest offers content from diverse niches, it is important to use a specific strategy to boost engagement and discoverability.

So, here are some of the strategies for niche-specific marketing— 

• Bloggers 

For instance, bloggers need to focus on the creativity and quality of the content. That is, they can repurpose their high-performing blogs into rich pins to attract clicks on Pinterest. 

Moreover, they can utilize Pinterest SEO to enhance overall marketing engagement. That is, they can conduct keyword research, create relevant and quality content, and ensure discoverability. 

• E-commerce 

Unlike a blogger’s Pinterest, e-commerce businesses need to implement the shopping feature with their pins. That is, they need to provide Product Rich Pins with links. 

Moreover, they can include unboxing videos, customer reviews, and targeted ads to reach the audience more effectively and drive faster sales. 

• Service Businesses 

Now, for service businesses, using Pinterest means showcasing the services in action. That is, they need to display all the kinds of services they are providing to the clients. 

So, their account should consist of videos of informational content on the niche topics, service reviews, and client success stories. Allowing customers to check their services before booking them. 

• SaaS and B2B Businesses 

Finally, for a B2B or SaaS company, Pinterest can be a remarkable platform for spreading brand awareness and gaining organic traffic. 

That is, the businesses can optimize the Pinterest SEO, provide quality content, and humanize the brand with relevant pins. So, they can target the right audience based on their personal interests. 

Common Mistakes To Avoid With Pinterest Marketing 

Even though you have the complete Pinterest marketing strategy, making a simple mistake can flush all your efforts down the drain. So, here are some common mistakes to avoid— 

• Over-posting Same Pins — Avoid posting the same pins over and over again. Since this makes the content repetitive and boring, you need to repurpose the pins with quality content. 

• Ignoring SEO for Pinterest — Moreover, you need to use SEO best practices to ensure the content ranks on the Pinterest discovery page. So, it reaches the right audience and attracts organic traffic. 

• Using Low-Quality Pins — Finally, Pinterest is a platform that displays high-quality pins. So, using low-quality pins can impact the visually appealing part of the content and affect the impact of the marketing strategy. 

So, using a Pinterest marketing strategy can improve audience engagement and drive organic traffic to the sites. But simply posting images or videos is not the key. 

So, choose quality over quantity, find your niche, and take your target audience on a Pinteresty ride with your branded pins today! 

FAQs 

Here are some of the common questions on Pinterest Marketing that most users look for in the digital marketing industry.